• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 2. iTV Scenarios > Advertising Scenarios

2.1. Advertising Scenarios

Interactive television provides marketers with the means to personalize and collate customer data, and the opportunity to engage with the customer for more than the traditional 30-second spot. Niche TV channels mean better targeting of consumers and the ability to measure individual customer response. Some researchers expect the majority of iTV advertising to be interactive and the total iTV advertising revenues to be in the billions.

iTV advertising encourages viewers to access the personalized content. Targeted audiences are directed to a Web site displayed on a portion of the screen while the advertisement video clip is playing in the background on the TV. The iTV Web site provides a range of additional information that cannot be contained within the format of the video clip. As an example, it allows consumers to receive detailed information and order directly using the remote. These video clips may need to be scaled, and there may be custom side or top panels associated with the advertisement.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint